Analysis of Market Positioning and Marketing Strategies of National

Makeup Brands: Take Flower Knows as an Example

Weiyi Ren

Beijing 101 High School, 100084 Beijing, China

Keywords: Precise Positioning, Omni-Channel Marketing, Emotional Connection, Brand Identity.

Abstract: This paper focuses on the national makeup brand Flower Knows and analyzes its market positioning and

marketing strategy. The marketing channels cover social media, e-commerce platforms and variety show

advertisements. Through omni-channel integrated marketing and synergistic effect of all channels, the brand

has achieved good market performance in Generation Z and built up high awareness and loyalty. The case

study reveals the key roles of precise positioning, product shell design, omni-channel marketing, innovative

interaction and live promotion strategies, while exploring the limitations of traditional e-commerce marketing

methods. The theories of differentiated positioning and market segmentation, experiential marketing and

emotional connection, and omni-channel integrated marketing are then refined to provide reference examples

for the development of national brands, help them grasp the direction in the fierce market competition,

continue to innovate and optimize to cope with the ever-changing market environment and consumer demand,

enhance brand competitiveness and influence, and promote the progress and development of the national

make-up industry.

1 INTRODUCTION

In today's globalized business environment, the color

cosmetics industry has become a highly competitive

field, with many big international brands dominating

for a long time. However, in recent years, national

makeup brands have gradually risen to prominence in

the domestic market. Among them, Flower Knows

has attracted many consumers' attention with its

unique brand image and marketing strategy and has

especially excelled in the young female market. With

the diversification of consumer demands and the

intensification of market competition, an in-depth

study of the successful experience of Flower Knows

is of great significance in understanding the

development path of national makeup brands and

promoting the progress of the industry as a whole. In

this paper, we focus on the national makeup brand

Flower Knows and analyze its market positioning and

marketing strategy. In terms of market positioning,

the brand precisely targets young women aged 15-25

of Generation Z. With “girl's heart” as the core, the

brand creates products and brand image based on

their consumption characteristics. In terms of product

characteristics, the unique style design, such as pink

color and cute elements of packaging, combines

quality and cost-effectiveness.

Market positioning theory emphasizes that

enterprises need to clarify the unique position of

products in the market to meet the specific needs of

target customers (Kotler, 2003). Accurately grasping

the needs of target customers is the basis for the

success of a makeup brand, which involves the

comprehensive consideration of consumer age,

gender, consumer psychology, aesthetic preferences

and other factors (Aaker, 1991). For example, there

are differences in the color, texture and functional

needs of color cosmetics among women of different

ages; young women may prefer fashionable and

personalized products, while mature women may pay

more attention to the quality and efficacy of products.

Consumer behavior research provides an

important perspective for understanding makeup

purchasing decisions. Studies have shown that when

young women purchase color cosmetics, they are

influenced by a variety of factors such as brand

image, product appearance, advertising, social media

influence, and word of mouth, in addition to the

quality of the product itself (Solomon, 2014). The

brand image includes the brand's values, personality,

and reputation, which can trigger the emotional

resonance of consumers; the design aesthetics,

Ren, W.

Analysis of Market Positioning and Marketing Strategies of National Makeup Brands: Take Flower Knows as an Example.

DOI: 10.5220/0014112100004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd Inter national Conference on Applied Psychology and Marketing Management (APMM 2025), pages 261-267

ISBN: 978-989-758-791-7

261

inattentiveness, and uniqueness of the product

appearance can attract the attention of consumers and

stimulate the desire to buy; the spreading power of

advertising and social media can expand the

awareness of the brand, and influence the cognition

and attitudes of consumers; and good word-of-mouth

strengthens the confidence of consumers in

purchasing.

In the new media era, diversified network

platforms provide rich channels and means for brand

marketing. Social media platforms such as Weibo,

Shake, and The RED have become an important

position for makeup brands to enhance their

awareness and promote their products by their large

user base, high interactivity, and precise positioning

function (Kaplan and Haenlein, 2010). Brands can

establish a close connection with consumers by

posting appealing content, such as beauty tutorials,

product trial sharing, brand stories, etc., which

triggers users' attention and discussion, thus realizing

the growth of brand communication and product

sales. In addition, the development of e-commerce

platforms has also prompted brands to continuously

innovate their marketing methods, such as live

streaming, limited-time discounts, and membership

systems, to increase consumers' purchase conversion

rates and loyalty.

Taking “girls' heart” as the core brand concept,

through the dreamy and sweet product style and

marketing content, it attracts this specific group and

establishes strong emotional resonance with them.

2 CASE INTRODUCTION

2.1 Target Customer Group

The main target customers are precisely positioned as

young women of Generation Z aged 15-25, this group

accounts for about 70% of users, and users aged 25-

35 account for about 30%. Generation Z young

women have grown up in the digital age and have

distinct consumption characteristics. They pursue

individuality, self-expression, and unique lifestyle,

are curious about new things, and are willing to try

new beauty products (Bolton et al., 2013). Flower

Knows keenly captures the needs of this group, from

product design to promotion, all around their

preferences. With "girl heart" as the core brand

concept, through the dream, sweet product style, and

marketing content, attract this specific group and

establish a strong emotional resonance with them.

2.2 Product Characteristics and

Competitive Advantages

The product style of Flower Knows makeup is

unique, mainly focusing on the theme of “girl's

heart”. Product design in the use of color is rich and

diverse, mostly pink, soft hues, such as pink, purple,

blue, etc., to create a romantic, sweet atmosphere, in

line with the aesthetic preferences of young girls. The

packaging design is very innovative, incorporating

cute elements such as bows, castles, unicorns, etc.,

making the cosmetic shells look like delicate works

of art (Smith, 2018). For example, the shells of its

blush products are designed in the shape of tiny bows,

and the packaging of its lipsticks is decorated with

vintage carvings, which is beautiful and generous, but

also increases the fun and collection value of the

products.

In addition to the design, Flower Knows also

focuses on the quality of its products. Selection of

high-quality raw materials to ensure the safety and

effectiveness of the product. In terms of price

positioning, it is relatively affordable, focusing on the

low-end market, so that young consumers can enjoy

high-quality and design makeup products within the

affordable range. Compared with some brands in the

market with the same price, Flower Knows has

obvious advantages in product quality and design;

and compared with high-end brands, its price

advantage attracts more young consumers who pay

attention to cost-effective. Through this differentiated

competitive strategy, Flora knows stands out in the

highly competitive makeup market and successfully

attracts and retains a large number of target

customers.

3 MARKETING CHANNELS AND

ADVERTISING

3.1 Social Media Marketing

Flower Knows takes full advantage of social media

platforms by establishing official accounts on Weibo,

Jittery, Xiaohongshu and other platforms, and

regularly releases content such as beautiful product

pictures, interesting short videos and beauty tutorials

(Johnson, 2016). These contents not only show the

appearance of the products and the effect of using

them, but also convey the brand's “girl's heart”

culture. By cooperating with netroots bloggers, we

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can leverage their huge fan base and influence to

promote and plant grass. The real-life experience and

recommendations of the bloggers enhance

consumers' trust in the products and trigger their

followers to buy the products. In addition, Flower

Knows actively participates in topic discussions and

interactive activities on social media platforms, such

as launching beauty challenges and lucky draws, etc.,

which increases brand exposure and user

participation and attracts the attention of more

potential customers.

3.2 E-Commerce Platform Marketing

In terms of e-commerce platforms, Flower Knows has

entered mainstream e-commerce platforms such as

Taobao and Jingdong, providing consumers with a

convenient shopping experience by optimizing the

design of the store page and showcasing the features

and advantages of the products. We utilize the

promotional tools of e-commerce platforms, such as

“618”, “Double 11” and other shopping festivals, to

offer full reductions, discounts, free gifts and other

activities to stimulate consumer purchases (Brown,

2019). At the same time, Flower Knowss focuses on

customer evaluation management, actively responds

to consumer inquiries and feedback, solves problems

in a timely manner, and improves customer

satisfaction and loyalty. Good operation strategy of e-

commerce platform effectively enhances the product

sales and brand reputation of Flower Knows.

3.3 Variety Show Advertising

Flower Knows also enhances brand awareness by

placing advertisements in variety shows. For

example, the founder participated in the program “All

Girls Offer 3” to share the brand story and product

features with the audience, directly establishing

communication and connection with consumers

(Zhang, 2020). The exposure in the program allows

more people to learn about the flowers knows the

brand, expanding the brand's influence and audience.

As a mass media with a wide audience base, variety

programs can effectively enhance brand awareness

and reputation, attracting a large number of new

customers for Flower Knows.

3.4 Generation Z Promotion

Flower Knows has established high brand awareness

and loyalty among the Z generation. In terms of sales

data, its sales have continued to grow and its market

share has gradually expanded (Li, 2021). On major e-

commerce platforms, Flower Knows' product sales

are among the top, with positive user reviews. The

brand development shows a good upward trend,

demonstrating great market potential. Consumers'

love for Flower Knows is not only reflected in the

purchase of products, but also in the high degree of

identification and emotional dependence on the

brand. The active fan base of Flower Knows actively

participates in the discussion of brand-related topics

on social media and spontaneously carries out brand

promotion, forming a good word-of-mouth

communication effect.

4 CASE ANALYSIS

4.1 The Key Role of Precise Market

Positioning

Flower Knows precisely targets the young female

market of Generation Z, and its product design and

brand tone are closely centered on the needs and

preferences of this group. The “girl's heart” style runs

through the entire product line, from product design

to brand promotion, all reflecting a deep

understanding of the emotional and aesthetic needs of

young girls. This precise positioning makes Flower

Knows stand out among many makeup brands and

quickly attracts the attention of the target customer

groups (Wang, 2022). At the same time, the

affordable pricing strategy further enhances the

attractiveness of the products, making it easy for

young female consumers to purchase and experience

Flora Knowles' products. Precise market positioning

is the cornerstone of Flora Knowles' success, laying a

solid foundation for the brand's subsequent

development.

4.2 Core Competitiveness of Product

Shell Design

In the highly competitive makeup market, product

design has become one of the most important factors

influencing consumers' purchasing decisions.

Knowing this, Flower Knowss builds product shell

design as its core competitiveness. From the

perspective of consumer behavior, unique, beautiful

and creative packaging design can attract consumers'

attention at the first time and stimulate their interest

in purchasing. Flora's cosmetic shell design not only

gives people a strong visual impact and aesthetic

Analysis of Market Positioning and Marketing Strategies of National Makeup Brands: Take Flower Knows as an Example

263

enjoyment, but also incorporates cute and romantic

elements, conveying the brand's “girl's heart” cultural

connotation, and establishing a deep emotional

connection with the target customer groups.

Consumers are not only buying makeup itself, but

also an emotional experience and a way of self-

expression when they buy Flora Knowledge products.

This differentiated product design strategy makes

Flower Knows easy to recognize and remember

among many brands and becomes an important

consideration for consumers when choosing makeup

products.

4.3 Synergistic Effect of Omni-Channel

Marketing Strategy

The omni-channel marketing strategy adopted by

Flower Knows is one of the key factors for its success.

The wide spread of social media, the convenience of

shopping on e-commerce platforms and the exposure

in variety shows synergize with each other to form a

powerful marketing synergy. Social media platforms

provide a channel for Flower Knows to interact

directly with consumers, attracting a large number of

potential customers and enhancing brand awareness

and user stickiness through the release of quality

content and interactive activities. The e-commerce

platform provides consumers with a convenient

shopping place and ensures the conversion of product

sales. The advertisement in variety shows further

expanded the brand's influence and attracted a wider

audience. The omni-channel marketing strategy

enables Flower Knows to establish contact with

consumers at different contact points, deliver brand

information in an all-round way, enhance brand

exposure and consumer interaction, and effectively

increase product sales and market share.

4.4 Innovation and Interaction Drive

Brand Development

Flower Knows focuses on continuous innovation,

constantly launching new product series and styles to

meet consumers' pursuit of freshness and

personalization. At the same time, it actively interacts

with consumers through online activities such as new

product trials and user feedback collection,

establishing a good user relationship. The great

importance attached to user evaluation feedback

enables Flower Knows to keep abreast of consumer

needs and opinions, optimize and improve products,

and enhance product quality and user experience.

This mode of innovation and interaction not only

helps to cultivate consumers' brand loyalty, but also

stimulates word-of-mouth communication among

consumers, attracts more new customers, and

provides a steady stream of power for the long-term

development of the brand.

4.5 Strategies and Impacts in Live

Promotion

Live-streaming promotion, as an emerging marketing

method, has brought significant sales growth for

Flower Knows. During the live broadcast, the anchor

can show the features, usage and effects of the

product in real time, answer consumers' questions,

and interact with the audience, which increases

consumers' participation and confidence in their

purchasing decisions. For example, in Flower Knows'

promotion on Taobao live broadcast, the number of

viewers in the live broadcast room exceeded 3

million, and the final transaction amount reached 5

million yuan. The immediacy and interactivity of live

streaming breaks the one-way communication model

of traditional e-commerce, allowing consumers to

understand the product more intuitively and establish

a closer connection with the brand. According to

relevant research reports (e.g., Live E-commerce

Market Research Report 2022), the live e-commerce

market size has shown rapid growth in recent years

and has reached the trillion-dollar level, and many

beauty brands have realized a significant increase in

sales through live promotions. The success story of

Flower Knows further proves the great potential of

live promotion in makeup marketing.

However, live promotion also faces some

challenges. Among them, the quality of live content

and the professionalism of the hosts have a direct

impact on consumers' purchasing decisions. Statistics

show that more than 50% of consumers said they

would question a brand if the live content lacked

professionalism (refer to related market research

data). In order to meet this challenge, FlowerSmart

focuses on the training of its live streaming team,

improving the professionalism and product

knowledge of its hosts to ensure that they are able to

accurately and professionally present product

information and provide valuable beauty advice

during live streaming.

At the same time, flowers know in the live scene

layout, live with the shopper words and other aspects

of the careful design, from the live scene layout to live

with the shopper words, all accurate to hit their target

consumer groups - 18 - 28 years old women. For

example, the live room using pink color system as the

main color tone, the arrangement is full of elements

of the girl's heart, such as dolls, flowers, etc., to create

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a warm, romantic atmosphere; live with the words of

the shopper friendly, lively, infectious, can

effectively guide consumers to buy products.

5 THE LIMITATIONS OF

TRADITIONAL E-COMMERCE

MARKETING MEANS

5.1 The Singularity of Marketing

Methods

Traditional e-commerce marketing means mainly

rely on keyword placement and advertising display,

this way is relatively passive, lack of active

interaction with consumers and emotional resonance.

When consumers browse the e-commerce platform,

they are often overwhelmed by a large number of

similar advertising information, and it is difficult to

create a deep impression of a brand. For example,

when searching for makeup products on Taobao, the

page will display a list of products from many brands,

and each product is displayed in a single form, mainly

through pictures and text describing the product

features and price, which lacks personalization and

attractiveness. In contrast, the marketing of short

video platforms is more diversified, through lively

and interesting video content, creative editing

techniques and personalized recommendation

algorithms, which can better attract the attention of

consumers and stimulate their interest in purchasing.

5.2 Lack of Real-Time Interaction

The traditional e-commerce platform lacks real-time

interactive features, and consumers can't get timely

answers when they encounter problems during the

purchase process, which may lead to consumers

giving up their purchases. For example, when

consumers have questions about the product's color

number, texture, etc., they can't ask questions directly

to the anchor and get instant replies as they do in live

broadcasts. This lack of real-time interactive

shopping experience makes consumers more

uncertain in the purchase decision process, reducing

the purchase conversion rate. While the live e-

commerce platform through the real-time interaction

between the anchor and the audience, can promptly

solve the consumer's concerns, enhance the

consumer's trust in the product, thus promoting the

occurrence of purchase behavior.

5.3 Difficult to Stimulate Impulse

Consumption

Although the traditional e-commerce platform will

also launch a variety of promotional activities, such

as full reductions, discounts, etc., but due to the lack

of vivid display and emotional resonance, it is often

difficult for consumers to generate impulse

consumption desire in the browsing process. Many

consumers, when faced with promotions on

traditional e-commerce platforms, will be more

rational in comparing prices and product features,

rather than being driven to buy products by

immediate emotional impulse. On the contrary, short

video platforms such as live promotions can stimulate

consumers' impulsive consumption psychology by

creating a tense shopping atmosphere, displaying the

use effect of products and user reviews, etc.,

prompting them to make purchase decisions in a short

time.

In summary, the traditional e-commerce

marketing means in the face of increasingly changing

market demand and consumer behavior, gradually

revealed its limitations. The rise of short video

platforms and other emerging marketing channels

provides new opportunities and challenges for brand

marketing. Domestic beauty brands need to find a

balance between traditional e-commerce and

emerging marketing channels, give full play to their

respective advantages, and innovate marketing

strategies to adapt to market competition.

6 DISCUSSION

6.1 Differentiated Positioning and

Market Segmentation Theory

The successful experience of Flower Knows fully

highlights the importance of brand differentiated

positioning and market segmentation. Through in-

depth research on the demand characteristics of the

target market, Flora knows that it has positioned itself

as a brand focusing on “girl's heart” makeup, forming

a distinct difference from other competitors. This

differentiation is not only reflected in the product

design, color matching and other aspects, but also in

the brand image, cultural connotation and marketing

approach. Through precise market segmentation,

Flower Knows focuses its target customers on the

Generation Z young women group and develops a

series of marketing strategies that meet the needs of

this specific group in terms of their consumption

Analysis of Market Positioning and Marketing Strategies of National Makeup Brands: Take Flower Knows as an Example

265

psychology and behavioral characteristics, thus

occupying a place in the fierce market competition.

This theory has important reference significance for

other industries in terms of product positioning and

innovation. Enterprises can realize differentiated

competitive advantages by deeply exploring the

potential needs of the target market and creating

unique brand images and product features.

6.2 Experience Marketing and

Emotional Connection Theory

With the brand style centered on “girl's heart” and all-

around advertising campaigns, Hua Zhi Xiao has

successfully established a strong emotional

connection with the target users, which reflects the

key role of experiential marketing in brand

communication. Experience marketing emphasizes

the creation of unique, personalized consumer

experiences that trigger emotional resonance in

consumers, thereby enhancing brand loyalty and

word-of-mouth. In product design, packaging,

marketing activities and other aspects of Flower

Knows focus on creating a “girl's heart” experience

atmosphere, so that consumers in the process of

purchasing and using the product feel the emotional

value of the brand conveyed. This theory of

enhancing brand loyalty through emotional resonance

can be widely used in other industries in the brand

communication strategy, enterprises can deeply

understand the emotional needs of target customers,

to create a brand experience that fits with them and

enhance the consumer's sense of identity and sense of

belonging to the brand.

6.3 Theory of Omni-Channel

Integrated Marketing Strategy

The importance of omni-channel integrated

marketing can be distilled from Flower Knows’

multi-channel marketing practices in social media, e-

commerce platforms and variety shows. Omni-

channel integrated marketing emphasizes the

synergistic operation and resource integration among

different marketing channels, and realizes the omni-

directional dissemination of brand information and

the consistency of consumer experience by giving full

play to the advantages of each channel. Flower

Knows carries out brand promotion and user

interaction on social media, realizes product sales

conversion on e-commerce platforms, and enhances

brand awareness in variety shows. All channels

cooperate with each other to form an organic whole,

which greatly enhances brand exposure and market

influence. This theory has an important guiding value

for different types of consumer goods brands.

Enterprises should reasonably integrate various

marketing channels according to their own product

characteristics and the consumption habits of their

target customers to build an omni-channel marketing

system and improve market competitiveness.

7 CONCLUSION

As a leader among national makeup brands, Flower

Knows has achieved remarkable success in the highly

competitive makeup market through precise market

positioning, innovative product design, diversified

marketing strategies and omni-channel integrated

marketing. Its experience shows that in-depth

understanding of the needs of target customers,

creating a differentiated product and brand image,

actively utilizing emerging marketing channels and

integrating the advantages of traditional e-commerce

platforms, and focusing on establishing emotional

connections and interactions with consumers are the

key factors for brands to stand out from the

competition in the market. In the future, national

brands can learn from the successful experience of

Flower Knows, and continue to innovate and

optimize in market segmentation, experience

marketing and omni-channel marketing to adapt to

the ever-changing market environment and consumer

demand and achieve sustainable development. At the

same time, with the further intensification of market

competition and the continuous upgrading of

consumer demand, national makeup brands also need

to continue to pay attention to industry dynamics, and

constantly improve product quality and brand

connotation, to show the charm of Chinese brands in

the international market.

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